April-Rose Pengilly modelling during the launch of the 2009 L’Oréal Melbourne Fashion Festival. Image: Lucas Dawson.
POSTED: 14 FEBRUARY 2009
2009 L'Oréal Melbourne Fashion Festival showcases the best in fashion*
The 2009 L’Oréal Melbourne Fashion Festival will start on 15 March and feature eight days of activity showcasing the best in design, culture and fashion.
Now in its 13th year, LMFF is regarded as the biggest consumer fashion event in the world.
In light of the current economic climate, LMFF has a vibrant and optimistic philosophy, focused on meeting the challenges facing the industry head-on.
Karen Webster, LMFF Festival Director, says that when times are tough, being bold and creative is vital to surviving: “We need to make a clear stance against mediocrity and low-risk principles.”
Renowned for its role in launching the autumn–winter collections of Australia’s leading designers and consumer brands, LMFF delivers runway shows plus fashion and cultural events to the public, not just to fashion’s inner circle.
“While most global fashion events limit access to media, celebrities and the industry, LMFF invites the public to enter into the magic of fashion,” said Webster.
LMFF’s ‘fashion central’ will again be located at Central Pier, Docklands. The social, historical and cultural value of the two maritime sheds at the pier is recognised via their heritage listing.
Government House will be the setting for the festival’s opening party, presented by L’Oréal Paris and Champagne Devaux and featuring the style talents at Harper’s Bazaar.
This year LMFF will launch two initiatives supporting the growth of the Australian fashion industry.
The LMFF Designer Forum will offer insights into how Australian designers can gain international success. Two experts in fashion retail and media, Yasmin Sewell and Pippa Holt, will address the key steps to establish a label within a competitive global environment and the opportunities and pitfalls that come with international expansion.
Another exciting addition to the LMFF program is Metamorphosis. This catwalk show will provide leading fashion design students and recent graduates with a unique platform to present their collections.
This showcase is a key forum for supporting the next generation of fashion brilliance and maintains LMFF’s position as a champion and supporter of Australian design talent.
These two initiatives will complement the support given to the future talent of the Australian fashion industry by the LMFF Designer Award presented by Woolmark. This premium fashion award has been instrumental in shaping the careers of previous winners including Yeojin Bae, Toni Maticevski, Mad Cortes, Claude Maus, Josh Goot and Ben Pollitt (Friedrich Gray).
Runway shows constitute the heart of LMFF, with highlights being the L'Oreal Paris shows at Central Pier, the Fashion Collections presented by the City of Stonington at Malvern Town Hall, and the ‘pop-up’ catwalks that will appear in venues such as Southern Cross Station and Federation Square.
*Based on media release issued by the 2009 L’Oréal Melbourne Fashion Festival.